“客户终身价值”引发的车企增长战略思考

Thinking on Growth Strategy of Automotive Manufacturers Inspired by“Customer Lifetime Value”

关注“客户终身价值”将成为车企增长的一条新路径。文章运用量化统计的方式,简析了“客户终身价值”理论,运用CLV理论在汽车生态圈的假设和演算,以及对车险、维修、延保和车后服务等业务现状与CLV价值空间的分析,阐述了在汽车生态圈内多个环节上降低客户全生命周期的流失率能提升CLV值的空间,为车企带来长期价值回报的商业思考,并提出在车企增长道路上提升CLV值的短期和中长期战略举措。

Focusing on“customer lifetime value”will become a new path for the growth of automotive enterprises.Quantitative statistics is used in order to analyze the theory of“customer life⁃time value”,combined with the hypothesis and calculation of CLV theory in the automotive ecosys⁃tem,as well as the analysis of the current situation and value space of CLV scenarios such as car in⁃surance,maintenance,extended warranty and after-sales service.Commercial thinking that reducing the customer lifecycle loss rate in multiple links within the automotive ecosystem can improve the CLV and bring long-term value returns to automotive enterprises is expounded.Short,medium and long-term strategic measures to improve CLV on the growth path of automotive enterprises are pro⁃posed.